Study On Marketing Model Of Shandong Expressway Materials Group

According to Expressway Network Development Plan promulgated by the state council, China is going all out to accelerate the construction of the main framework of the national highway network. This is related to highway construction is a kind of business development opportunities, but the marketing ability of the enterprise is a test.This paper focus on Shandong high-speed materials group marketing model analysis and optimization for the center and discuss them. Shandong Expressway Materials Group was established in December 2005, is a research, development, production, operation and services in an integrated professional road construction materials company. In future positive highway building materials industry background, A suitable for the development of the company marketing mode plays an extremely important role.Therefore, the study high-speed Material Group Shandong marketing model, analyze its problems and shortcomings, propose optimal solutions for the entire company's development has important theoretical and practical significance, for similar enterprises and trade marketing mode innovation also has certain positive role.Starting from the definition of article marketing, this paper introduces the definition of the evolution of the marketing theory, discusses the relationship between marketing and enterprise. Based on Shandong high-speed materials group's main product is industrial characteristics, this paper analyzes the current industrial marketing of several basic mode, scope and characteristics. Secondly, the existing asphalt industry are analyzed and summed up, from the demand, supply, raw materials and competition situation such as hold the development status and trends. Again, use "five competitive forces competition model" and "SWOT analysis "methods to analyze the Competitive environment, the strengths, weaknesses, opportunities and threats and so on of Shandong high-speed materials group, and draw conclusions. Finally, combined the Shandong high-speed materials group's actual situation, in the marketing strategy to choose the growth strategy is given priority to, in the marketing channel on selecting direct marketing and network marketing, marketing middlemen combination of marketing channel.